항공사 ESG경영 활동이 브랜드이미지와 관계지속의도에 미치는 영향: ESG진정성의 조절효과를 중심으로

This study analyzed the effect of airline ESG management activities on brand image and relationship continuity intentions for passengers flying on airlines after the COVID-19 pandemic, as well as the mediating effect of brand image in the relationship. In addition, the moderating effect of ESG authenticity was also investigated in the relationship between airline ESG management activities on brand image and relationship continuity intentions. In this study, a survey was conducted from December 4 to December 26, 2023, on passengers (over the age of 20) who had used domestic airlines. A total of 262 valid questionnaires were used for empirical analysis. The collected data were analyzed by applying frequency analysis, factor analysis, reliability analysis, and regression analysis through SPSS 27.0. As a result of the study, airline ESG management activities had a significant effect on brand image and relationship continuity intentions, and brand image and relationship continuity intentions also had a significant effect. In addition, in the relationship between airline ESG management activities and relationship continuity intentions, brand image was identified as a parameter that played a complete mediating role. ESG authenticity was found to have a moderating effect, excluding the relationship between environment (E) and brand image in the relationship between ESG management activities and brand image. Based on these findings, academic and practical implications that can contribute to establishing future ESG management strategies for airlines are presented.